From Copa América to the UEFA European Championship, it’s been a summer season of sport to recollect for advertisers and athletes alike.
With the Paris 2024 Summer time Olympic Video games in full swing, manufacturers have one other alternative to assert a spot on the rostrum. Nevertheless, if entrepreneurs need to go for gold, then they might want to lean extra on platforms like TikTok because the event progresses, planning well timed activations round tradition.
On this episode of Yeah, That’s Most likely an Advert, ADWEEK’s model editor, Rebecca Stewart, and group editor, Luz Corona, are joined by Louise Johnson, CEO of sport and leisure advertising and marketing company Fuse.
She discusses how the Olympic Video games have at all times been a platform for manufacturers to speak to a worldwide viewers, however gives recommendation on how manufacturers can limber as much as activate in a extra fragmented digital panorama.
Hearken to the complete episode right here, on Spotify or Apple Podcasts, and browse key takeaways beneath to study extra.
Manufacturers Have to Gear Up for the First Actual ‘TikTok’ Olympics
For the reason that Tokyo 2020/2021 Olympics, TikTok has grown considerably. With over 1 billion customers globally, it’s a essential line for manufacturers to achieve Era Z and millennials.
As an official companion of the Video games, TikTok is empowering athletes to grow to be creators by offering workshops and tutorials. They’re additionally capturing behind-the-scenes content material on the Olympic Village—from coaching movies to trend hauls.
Relaxed Worldwide Olympic Committee guidelines now enable athletes to instantly have interaction with followers, creating new kinds of heroes who leverage social media and are anticipated to be signed by manufacturers post-Olympics.
Through the years, the Olympics viewers has aged, so investing in platforms like TikTok is critical to draw youthful viewers, as is the introduction of lifestyle-oriented sports activities, like skateboarding and browsing, by the IOC.
We’re In a New Period of Olympic Model Partnerships
The Olympic Associate (TOP) program has traditionally shifted from FMCG (fast-moving shopper items) manufacturers to B2B (enterprise to enterprise) previously few cycles, however there was a notable enhance this time of youthful shopper manufacturers coming in, with a definite emphasis on utilizing athletes to focus on product advantages.
